DUBAI, January 12th 2015 – Qatar Android smartphone users spend nearly 25% of their wake phase (i.e. more than 4 hours) actively on their smartphones according to a new study conducted by Nielsen. This time spent is much higher than in other countries like Malaysia, India and Indonesia where Android users spend approximately only 3 hours using their smartphones.
"海湾合作委员会市场的智能手机普及率较高，参与度也很高，智能手机在接触消费者方面具有双重优势--覆盖率高，但同时又能提供个性化的信息和参与度。尼尔森电信执行总监阿米特-辛格（Amit Singh）表示："营销人员意识到了这一巨大潜力，并正在寻找各种途径来更好地了解移动行为。
游戏是卡塔尔消费者的一项重要活动。2014年10月，益智游戏和街机游戏最受欢迎，传奇游戏《糖果粉碎传奇》的覆盖率最高，达到17%，其次是《部落冲突》（14%）。这些游戏每月至少玩一次。尼尔森 Informate 移动洞察报告的另一项洞察显示了各种活动的不同高峰时段。社交网络实际上在一天开始时就已开始，并在晚上 10 点左右达到高峰，而游戏和视频等其他在线活动则在不同时间达到高峰。
进一步的调查结果显示，在斋月等重大节日，不同人群的移动消费行为呈现出不同的模式。在卡塔尔的斋月期间，该国年轻人的移动参与度提高了 12%，而其他人群（如女性）的参与度则有所下降。此外，卡塔尔国民、阿拉伯人和亚洲外籍人士等不同国籍群体的移动行为、模式和峰值也大相径庭。
"虽然可以通过传统的营销研究和调查了解移动行为，但通过调查收集此类信息的挑战在于，受访者必须依靠自己的记忆，因此无法收集到仅有的和细粒度的数据；"辛格如是说。"因此，必须对移动设备用户不断变化的消费模式提供更多的洞察，以更好地了解他们的需求和行为"。
About the Informate On-Device Meter in Qatar
The Informate On-Device Meter captures the behavior and actual usage of 500 panelists 24/7 across different nationality groups on Android Devices in Qatar. All the activity carried on the device is collected which includes both Online and Offline activities. Nielsen adheres to privacy policy as per Qatar law and doesn’t share any personal information. The collected data is shared only on an aggregated level.
About Nielsen-Informate Mobile Insights
Nielsen Informate Mobile Insights leverages innovative smartphone metering technology to provide insights into evolving consumption patterns of mobile device users. Based on accurate, real-time usage data, we help clients understand consumer behavior and develop product and marketing strategies. Nielsen-Informate Mobile Insights maintains opt-in Smartphone panels to generate syndicated reports, in addition to building custom panels and conducting custom surveys for clients. Our insights aid decision makers across various segments like operators, OEMs, publishers, advertisers, content creators and aggregators and application developers. Nielsen Informate Mobile Insights is an alliance between Nielsen Holdings N.V. (NYSE: NLSN) and Informate Mobile Intelligence.
关于尼尔森
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence and mobile measurement. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.
关于 Informate
Founded in 2008, Informate is a privately-held mobile measurement firm with 45 employees worldwide. The company’s branded product suite includes Mobile Metering, Consumer Panels in seven countries and Analytics that enable consumer-facing companies to more effectively market to mobile customers who are increasingly using their smart devices to shop and purchase online. The company’s technology platform runs on Android, iOS, Symbian and BlackBerry. More information on the company can be viewed online at www.informatemi.com.
